BYRDLI has expanded its partnership with the San Diego Tourism Authority with a new two-month campaign designed to turn creator-led destination inspiration into bookable travel.
Running across November and December, San Diego, Wide Open will feature three BYRDLI Travel Club owners – Jayson Robertson, Marianna Meza Albarez and Sari Coakley – each exploring the destination through their own travel style and building itineraries and products for their communities.
The campaign will cover experiences across San Diego’s coastline, neighbourhoods, dining scene, culture, nightlife and outdoor attractions, with the resulting travel products remaining bookable after the campaign ends.
Vanessa Richards, BYRDLI Co-Founder and CEO, said the campaign was designed to demonstrate how different travellers can experience the same destination in very different ways while keeping creators involved through the planning and booking process.
“San Diego is exactly the kind of destination that makes this model exciting because there isn’t one version of it,” said Ms Richards.
“You can build a trip around the coast, food, neighbourhoods, outdoor adventure, culture, nightlife or slow Southern California living and still feel like you’ve only scratched the surface.
“Wide Open is about giving each creator the freedom to find the San Diego that resonates with their own community, and then giving that community a way to actually experience it for themselves.”
The initiative marks BYRDLI’s second campaign with the San Diego Tourism Authority and will be supported through social media, PR, owned media and paid activity.
Riki Suzuki, San Diego Tourism Authority Tourism Development Manager, said the partnership would help connect destination storytelling with bookable recommendations that remain available to travellers beyond the initial campaign.
“San Diego offers incredible diversity across our coastline, neighbourhoods, dining, culture and outdoor experiences and this campaign gives travellers the opportunity to discover that breadth through creators whose perspectives they already know and trust,” she added.
